Foreign ads disrespecting Vietnam's sovereignty can backfire

The Hanoi Times — In recent days, the Vietnamese online community has been in an uproar over a foreign milk tea brand's blatant disregard for Vietnam's sovereignty. The brand in question used an illegal "nine-dash line" map (China's illegal map claiming unfounded sovereignty in the South China Sea (referring to as the East Sea in Vietnamese) and made serious mistakes in labeling Vietnamese landmarks. This goes beyond a careless mistake; it speaks to a wider issue of corporate responsibility when doing business in Vietnam.

Today's Words on the Street article in The Hanoi Times is a call to action: Vietnamese consumers can no longer remain silent. We must speak out to protect our national sovereignty and send a clear message: If you do not respect Vietnam, your business is not welcome here!

Last week, Chagee - a Chinese milk tea brand - faced a huge backlash from the Vietnamese public. The controversy arose when the company brazenly displayed a map of the illegal 'nine-dash line' on its website and mobile app.

Adding fuel to the fire, a social media user shared a shocking experience: receiving a souvenir from Chagee that included a picture of the Ho Chi Minh Mausoleum with a completely inaccurate caption.

In response, thousands of Vietnamese consumers bombarded Chagee's app on Google Play and the App Store with one-star reviews and calls for a boycott. Instead of apologizing, Chagee quietly deleted the controversial images and even removed its app from both platforms. The map has also disappeared from Chagee's website, and the company's ordering app is no longer accessible in Vietnam.

Despite the growing controversy, Chagee has remained silent. Its refusal to acknowledge or explain its actions has only fueled public anger. These are not just sporadic mistakes but appear to be deliberate and systemic. By quietly deleting the evidence rather than addressing concerns, Chagee has made it clear that it has no respect for Vietnamese consumers.

This is more than just bad business sense, it is a blatant violation of Vietnam's national sovereignty. The controversy is particularly alarming given that Chagee is preparing to open a store in Ho Chi Minh City's District 1 - one of the most expensive business districts in Vietnam. According to some real estate service firms, rental prices in the area range from VND300 million (US$11,750) to VND1 billion (US$39,170) per month depending on area, and pulling out of HCMC would cost the company dearly.

To put it bluntly, Chagee has already lost this battle before it has even set foot in the market.

A pattern of disrespect from international brands

Chagee is not the only brand guilty of such actions. Recently, Vietnamese social media erupted in anger over Baby Three, a Chinese brand that also featured the illegal 'nine-dash line'. Vietnamese influencers immediately condemned the brand and urged consumers to boycott its products.

In April 2024, Vietnam's Department of Radio, Television and Electronic Information fined WPP Media VND55 million ($2,150) for airing advertisements containing images of the illegal "nine-dash line" in online movies.

In 2021, global fashion brands such as H&M, Chanel, and Gucci faced a similar backlash when their Chinese websites displayed maps with the 'nine-dash line'. Their official Facebook pages were flooded with negative reviews and angry comments from Vietnamese netizens.

This shows that Vietnamese consumers have zero tolerance for foreign brands that disrespect their sovereignty and territorial integrity.

Foreign businesses operating in Vietnam must respect our laws and national sovereignty while reaping the benefits of the Vietnamese market. Vietnam is a peace-loving, hospitable country that welcomes international brands with open arms. Vietnam's government, businesses, and citizens value global partnerships and economic cooperation.

However, this does not mean that we will be silent about violations of our national sovereignty or repeated historical and cultural misrepresentations. As President Ho Chi Minh once said: "The Hung Kings built our nation. Now we must protect it together."

Defending our country is not only about military or political action but also maintaining national dignity in the face of globalization. Vietnam has preserved its cultural identity for thousands of years while embracing international influences. But our openness should never be mistaken for weakness.

Vietnamese consumers must exercise their right to choose and their responsibility to protect national sovereignty through their purchasing decisions. Be an informed consumer and say no to brands that disrespect Vietnam's sovereignty.

For thousands of years, generations of Vietnamese have sacrificed their lives for this land. Today, it is our duty to continue that legacy in our own way.

Only by standing together can we demand respect and remind these corporations: Vietnam is not a market to be taken for granted!